March 2014 32 * Vol. 36, No. 2 Features 23 32 45 Packaging at a Crossroads Industries converge at interpack 2014 to see the latest innovations in processing and packaging. No Place Like Home Italian Home Bakery believes authenticity remains the enduring trend that differentiates its business and never goes out of style. Cultivating Relationships By aggressively serving the needs of a specific demographic group, lifestyle brands transcend food and become a part of consumers' lives and identities. 45 23 Cover: The power of brands is one that many bakeries are tapping into, especially when it comes to syncing up with consumers' lifestyles. When a brand can transcend the label, it can become a part of a consumer's identity. Photo ©2014 Shutterstock www.bakingandsnack.com / March 2014 Baking & Snack 9http://www.bakingandsnack.com